Ankit Gems enters jewellery retail with natural-diamond brand Eyora Jewels
De Beers sightholder Ankit Gems has launched Eyora Jewels, a natural-diamond solitaire jewellery brand. It will initially partner with jewellers in Mumbai, Delhi, Indore, Bengaluru and Hyderabad, with plans to expand to 25-plus stores across 10 cities and eventually 100 locations nationwide.
What happened
Ankit Gems has launched Eyora Jewels, entering India’s retail diamond jewellery market. The natural-diamond solitaire brand will partner with jewellers,
Key facts
- ₹50,000 to ₹2.5 lakh
- 14 carat and 18 carat gold
- natural diamond solitaires up to one carat
- over 25 stores across 10 major cities
- target 100 locations nationwide
- digital bank of 5,000 jewellery designs
- solitaire inventory of over 25,000 natural diamonds
- 100% buyback and exchange
Why this matters
The launch creates potential partnership opportunities for regional jewellers seeking a natural-diamond branded assortment, while making Ankit Gems a more vertically integrated competitor in jewellery retail.
What to watch
- Number of active Eyora counters and whether the brand reaches its 25-plus-store, 10-city target on schedule.
- Whether partnerships include exclusive shop-in-shops, co-branded counters or merely wholesale product placement.
- Natural-diamond versus lab-grown diamond price gaps and consumer demand trends in the 0.5-2 carat solitaire category.
- Evidence of national advertising, celebrity endorsements, digital lead-generation investment or provenance campaigns.
- Partner jeweller comments on margins, inventory turns, replenishment terms and cannibalization of in-house diamond lines.
- A shift toward company-owned stores, franchising or e-commerce would signal partner-network constraints.
- Sign additional jeweller partnerships in high-income metro and bridal-market catchments before committing to standalone stores.
- Build natural-diamond provenance, certification, exchange and upgrade programs to defend against lab-grown price comparisons.
- Offer partner retailers co-funded local marketing, inventory replenishment and protected territory to win display space.
- Create standardized solitaire price points and omnichannel lead generation that routes customers to partner stores.
- Use retail sell-through data to refine diamond assortment, sizes and designs, feeding demand intelligence back into Ankit Gems' supply operations.